Tuesday, April 14, 2009

Marketing in Management Books

Business bestsellers, like the ones from Constantinos C. Markides or Gary Hamel rely on examples. Examples of successful and un-successful business cases. The most typical examples seem to recur from book to book. For example the Xerox's failure to compete with Canon in small copier market is a theme that travels through many business textbooks.

After reading the same cases from different influential, smart, authoritarian gurus over and over again this does change your opinion about the companies and their products. :-) Even worse, if you yourself happen to write a case study about a success story. (like I am currently writing about Google) As a result you would:
- Buy Japanese (Honda or Toyota) cars, because their technology is superior.
- You would never buy a Detroit car.
- You love Google.
- Xerox - you would never consider buying.
- IBM ... well maybe you would buy something from them. Mostly because you feel sorry for them as they have lost so much to Microsoft, Intel and others and have such a huge dinosauric business model.

So try to make a successful business case and show it off to professors writing those bestseller business books. :-) You might get enormous marketing value. Imagine every "soon to be rich" MBA student in the Western Civilization reading about your success.

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